Branding: Start from the Inside and Work Out

Remember, we're dealing with people, from your customers to your team. Yet, so many organisations fail to create a brand that connects with both groups. Like people, we believe branding should have a public and private life. After all, it can be used to motivate and inspire your team. It creates a sense of community and belonging amongst those closest to the organisation.

IKEA is a great example of using internal branding to create a strong company culture. They promote two-way conversations across their intranet that results in staff feeling listened to. Their internal communications are often location specific to ensure they cultivate a personable brand. Therefore, team members are engaged! Don't just take our word for it though, Glassdoor (2019) rated IKEA #16 for best places to work (in the UK).

As well as driving the vision forward, your team are representatives for the brand. As team members are usually touch-points in the customer journey, it makes sense that they are fully supportive of the brand. Here's how to begin building an internal strategy…

Like petals to a flower, when we are together, we make our impact.

Like petals to a flower, when we are together, we make our impact.

In order for customers to connect, you have to have a trustworthy ambassador for the product that lives and breathes it every day. The team bridges the gap between consumer and product, by providing a human touch. You and your team members should be your biggest brand ambassadors, so it’s crucial everyone is representing the business in the best possible way. We can achieve this when branding starts at the company’s core.

You and your team are super heroes for your business! What mission are they embarking on for local (or even global) citizens? How do you help? Create a statement based on this, and ensure it is visible to the team.

Display your mission and vision publicly within the business' premises, as a motivating manifesto. Alternatively, if you have a remote team, think about ways it can be presented across your online collaboration tools. Your branding can be carried across your emails, project management systems, office decor and staff room.

Graphic designer, Ken Garland, created the    “First Things First” manifesto   , to unite other designers within the industry in 1964.

Graphic designer, Ken Garland, created the “First Things First” manifesto, to unite other designers within the industry in 1964.

Internal branding - based on your organisational associations - has a positive influence on the way your team interacts with customers. Team members are more likely to buy into the company’s values when they understand the organisation’s goals and strategies. They can feel motivated by the vision and drive it forward. Collectively, the team can make a huge impact on customers’ brand perceptions.

Start with you and your team. Once they are engaged, they are bound to engage your customers too! Your brand's personality will shine through that bit brighter.


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